The Learning Curve of Social Media Marketing
Marketing has changed since our parents saw it last. From airwaves to cyberspace, most are optimistic about this continually evolving market. Social media marketing has affected most of us so drastically that it’s now hard to imagine daily life without it. After all, products are literally everywhere now. Link sharing is happening thousands of times a minute. Company owners now have the ability to easily talk with an anonymous customer thousands of miles away and still be able to satisfy his or her concerns. However, to appreciate the advantages of social media marketing, we must remember the advantages that traditional marketing had as well. In combination, traditional marketing and social media marketing can create a big boom in a business.
Traditional marketing was primarily known for its visibility to the eye. If an audience saw it, they’d remember it. Of course, if you’re like me, visual overload can happen quickly. Then you find yourself staring blankly at a television screen while some woman is talking about some brand, reading off of an unconvincing script. It’s a dismal scene, and one of the travesties that traditional marketing has fallen into from time to time. Traditional marketing has taken the form of public ads, such as brochures, pamphlets, and billboards. Other venues include television, word of mouth, business cards, postal mail, newspapers, magazines, and telemarketing.
Three advantages of traditional marketing include:
- A higher percentage of visibility
- Easier to know where to invest campaigns
- More accurate ROI (Return on Investment) Calculations
It’s harder for social media marketing to gain the same percentage of visibility. For example, an ad on a billboard is going to capture the attention of most drivers down a main highway because of its large size. Ads or links on the internet have to be more subtle or they end up looking like spam. To avoid the downfall of the visibility percentage, those using social media marketing must increase their subtle ads and links and continue to gain visible and genuine customer satisfaction. It’s also harder in social media marketing to know where to invest campaigns because it’s hard to predict where likely consumers are going to come from. Often in social media marketing, campaigns must be split up into many different projects on different social media websites. Also, ROI is harder to calculate. Now, companies must be willing to listen to the voice of their consumers rather than the statistics. The voice of the consumers, if monitored diligently, can hint at a success boom or adversely plummeting dissatisfaction. Customer satisfaction is paramount in the success of any website or company.
Social media marketing has many other advantages over its traditional marketing parent. It extends beyond geographical location, greatly widening a company’s consumer base. It’s less expensive than traditional marketing and lives on much longer. Rarely will a link, comment, or review die on the web. It’s also easier to portray a personable approach to consumers. Social media is close to many consumers’ personal lives, and companies who recognize that and care about the personal level of social media will create stronger ties with their customers. The best thing about social media marketing is that customers can choose to listen to you, meaning they are taking a genuine interest in your company. Now that’s something our parents couldn’t do from an ad in the mail.